THE MODULE
DRIVING PROFITABLE GROWTH IN THE AI ERA Creating and Capturing Customer Value
What Drives Commercial Growth?
This module covers how to identify attractive opportunities, understand high-value customers, and build stronger value propositions—along with positioning, pricing, channel alignment, and leveraging digital tools and AI to execute a winning commercial strategy.
Application deadline: 24 October 2026 · Module start date: 20 November 2026
KEY THEMES OF THE MODULE
What does today's environment require for growth?
Today’s growth environment demands more than marketing fundamentals. It requires the strategic judgment to:
- Translate customer insight into clear commercial action.
- Identify and evaluate attractive market opportunities.
- Understand what high-value customers genuinely want.
- Design compelling and defensible value propositions.
- Strengthen market positioning and competitive differentiation.
- Develop effective pricing and revenue strategies.
- Align channels, sales, and customer experience for maximum commercial impact.
- Use AI, data, and digital tools to improve decision-making—without replacing the strategic thinking behind it.
- Capture the benefits of automation while preserving the human judgment and relationship quality that customers trust.
Together, these capabilities provide leaders with a practical strategic toolkit for driving profitable, sustainable growth amid competitive pressure and technological change.
WHO SHOULD ATTEND
For leaders responsible for growth, revenue, or customer decisions.
The program is designed for people who have already proven themselves. Participants are selected through an application process and taken into consideration the overall cohort composition, with an aim to create a diverse group of leaders, who can learn from each other.
Cohorts are capped at 30 participants to ensure the quality of peer exchange.
Commercial and Growth Leaders
Marketing, sales, and business development managers and directors who want to align customer insight with market strategy and increase their impact on revenue.
Entrepreneurs and Founders
Business creators and owners who need to build strong, customer-focused strategies and commercial frameworks without formal marketing training.
Product and Portfolio Managers
Leaders of products, categories, or product lines responsible for positioning, pricing, launch, and customer adoption.
General and Cross-Functional Managers
Corporate executives and functional leaders who make high-level, customer-related decisions.
University Faculty
For direct exchange with business practice and the international academic community.
Sector Scope: Applicable across B2B, B2C, services, tech, manufacturing, finance, and professional services.
The cross-sector dynamic of the cohort is intentional. Participants come from different industries and organizations, which enriches the learning and creates lasting professional relationships.
The programs are also open to public sector leaders. The challenges of building teams, navigating institutional complexity, and leading through change are as relevant in government and public administration as in business.
MODULE FACULTY
Internationally recognised faculty with Bulgarian roots
Prof. Dr. Michaela Draganska
Marketing professor
Michaela Draganska is a marketing professor and executive educator with faculty experience at Stanford Graduate School of Business, the Haas School of Business at UC Berkeley, and the Wharton School of the University of Pennsylvania. At Stanford, she taught in both the MBA and Executive MBA programs as well as executive certificate programs; her teaching has extended to MBA and certificate programs at Haas and Wharton. As a faculty member at Drexel University’s LeBow College of Business, she has designed and delivered corporate executive programs for organizations including Campbell Soup Company and Vanguard.
Her research addresses the marketing decisions that matter most to senior leaders: how firms manage content and product portfolios, how advertising investment drives brand value, and how companies navigate vertical relationships with retail and distribution partners. Her work appears in Marketing Science, Journal of Marketing, Journal of Marketing Research, and Management Science, and she serves on the editorial boards of all three leading marketing journals.
She brings to the classroom a combination of methodological depth and practical orientation, translating data-driven frameworks into strategic insight for executives across industries.
Prof. Dr. Ilian Mihov
Professor of Economics, former Dean of INSEAD
Professor Ilian Mihov was Dean of INSEAD from 2013 to 2023, making him the school’s longest serving dean to date. He is the Rausing Chaired Professor of Economic and Business Transformation. His expertise is in macroeconomics with a focus on monetary policy, fiscal policy and economic growth.
He joined INSEAD in 1996 and has taught macroeconomics and econometrics in the MBA, EMBA, PhD and for many executive education programmes. He has been recognised several times with the Outstanding Teacher Award.
He holds a PhD from Princeton University and a BSc in business administration from the Moore School of Business at the University of South Carolina. In 2018, he received the UN Women (Singapore Chapter) HeForShe Leader Award for his outstanding service and contributions towards gender equality at INSEAD.
Professor Mihov is a board member Stewardship Asia Centre and currently sits on the advisory panel of the Home Team Academy (Ministry of Home Affairs, Singapore) and also the advisory board of the FLS Forestry Linked Securities. Professor Mihov was Chair of the Board at the UN Principles for Responsible Management Education (PRME), a United Nations Global Compact initiative, from 2020 to 2023. He was also formerly a board member of the Economic Development Board of Singapore (EDB) for 3 consecutive terms from 2017.
PRACTICAL INFORMATION
Details
DATES
On-site sessions: November 2026.
Week 1 (20–21 November 2026)
Week 2 (26, 27, 28 November 2026)
Online preparation before each module.
FORMAT
Structured online preparation
+ Intensive in-person training in Sofia
Platform access included.
Delivered in English.
VENUE
In-person sessions take place in Sofia, Bulgaria.
Venue details are confirmed with selected participants.
Accommodation costs are not included.
FEE
€2,000 per participant*.
Includes all learning materials, individual coaching, meals, and networking events.
*Scholarships and group discounts are available. Academic seats at a symbolic fee of €200.
Special discount for FEBA Alumni Club members.
SELECTION
By application only. Candidates submit a profile for individual review.
Application deadline: 24 October 2026
Groups are limited to 30 participants to ensure a diversity of perspectives and experience for optimal peer learning.
certificate
CONTACT
READY TO JUMP IN?
Apply by 24 October 2026
Apply now for the module “DRIVING PROFITABLE GROWTH IN THE AI ERA Creating and Capturing Customer Value” — places are limited to 30 participants.
Partners:
The launch of this program is supported by:
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